Skin care brand Freeze 24-7 is making a foray into color cosmetics with the spring launch of mineral makeup.

This story first appeared in the March 20, 2009 issue of WWD. Subscribe Today.

Called Freeze 24-7 Minerals, the technology-laden line of mineral makeup is designed to help reduce fine lines and wrinkles.

“We’ve always felt we had the opportunity to extend our skin care technology into other categories,” said Scott Gurfein, Freeze 24-7’s president and chief executive officer. “We thought Mineral makeup was an optimal vehicle to deliver our technology.”

The niche brand — which launched in 2003 with the debut of Freeze 24-7 Anti-Wrinkle Cream, a fast-acting antiaging formulation intended to diminish the appearance of fine lines and wrinkles with a natural muscle-relaxing agent called Gaba ­— now has nine products in its skin care portfolio. The brand is distributed in 7,000 doors globally.

Industry sources estimate the entire Freeze 24-7 business will generate $60 million in retail sales by yearend. The new Freeze 24-7 Minerals line is expected to generate $6.5 million globally in first-year retail sales, accounting for 10 percent of the brand’s overall business.

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“We’ve had a very fruitful relationship with Freeze 24-7 for the past four years,” said Henri Bendel’s senior vice president and general merchandise manager of beauty, Claudia Lucas. “They have a very successful track record at Bendel’s and our expectations are that the Mineral collection will be another home run.”

Priced at $85 for a kit that includes two foundations, a bronzer and blush, Freeze 24-7 Minerals is scheduled to launch on March 25 at Henri Bendel and Bloomingdale’s, before rolling out to Dillard’s, Lord & Taylor and high-end apothecaries in April. A soft launch took place earlier this month at Nordstrom.

The mineral makeup collection uses a Vita-Nutriplex technology, with nutrients designed to bind to, and draw in, water that would otherwise be leaving the skin. “It’s not just concealing skin,” said Lindsay Barrish, Freeze 24-7’s vice president of product development and marketing. “Nutrients are actually going into the skin and hydrating it.”

The formulation contains five key ingredients: gaba to relax muscles; hyaluronic acid to plump skin; Vitamin C ester to fight environmental damage; soybean extract to firm skin, and SPF 18 to protect against sun damage.

“We’re definitely not just dipping our toe in the water,” said Gurfein of Freeze’s cosmetics debut. “We have a lot of things in the pipeline.”